Amazon launched its e-commerce platform Bazaar in India
Amazon's recent moves, one after the other.
On February 21, according to the Economic Times,Amazon Inc. will launch Bazaar, an e-commerce platform in India, which will mainly sell low-priced, unbranded fashion and lifestyle products, which has now begun to accept sellers to settle in.
According to the investment rules, Amazon requires sellers on the platform to control ** in600 rupees (52 yuan).Below, the categories involved mainly include:Clothing, watches, shoes, jewelry, and luggageWait.
In exchange for a lower price, the delivery time is longer. Even India, which is not a large country, needs it from users of Bazaar3 daysLeft and right to receive. Insiders explain that this is due to the fact that consumer groups in lower-tier markets usually don't prioritize faster delivery speeds.
For the Indian market, Amazon can be described as heartbroken. Not long ago, Amazon injected 8.3 billion rupees (about 700 million yuan) into its subsidiary "Amazon Seller Service" in India. Amazon CEO Andy Jassy announced a commitment of $15 billion to invest an additional $15 billion in India by 2030, bringing the company's total investment in India to $26 billion.
Andy Jassy.
The reason why I am so interested in the Indian market is, on the one hand, because India is a market with great potential for e-commerce, after all, the potential user base of 1.4 billion is there. On the other hand, it is also because Amazon's development in India has been relatively slow, according to a report released in January by research firm BernsteinAmazon India's user growth in December 2023 was only 13%., which they attribute to the lackluster performance to offering more high-end products than their competitors.
And Amazon in the Indian market"Low price + white label".route, it's hard not to be reminiscentPinduoduo。Pinduoduo took off in China, relying on extremely low-cost unbranded products at the earliest time, and the cross-border platform Temu, which was later launched, also replicated the original route. Throughout the viewThe product category of Bazaar is almost exactly the same as Temu。Considering that Temu has not yet opened in India, Amazon is likely to want to get a head start.
Amazon's reference to Pinduoduo doesn't stop there. In January this year, Amazon began to reduce commissions to match Pinduoduo: clothing products priced below $15 will be reduced from 17% to 5%; For apparel products priced between $15 and $20, the referral fee will be reduced from 17% to 10%.
In this way, as powerful as Amazon, there are times when it is pressed.
Everyone learns Pinduoduo
When a player becomes a leader in the industry, his playing style will definitely be wildly borrowed by his peers, and Pinduoduo is such a "number one player" who leads the industry.
Since its launch in September 2022, temu has entered 49 countries around the world in just a few months, quickly covering Asia, Europe, North America, South America, Oceania, South Africa and other regions, with a ** volume of more than 200 million.
According to data disclosed by research institute SimilarWeb, as of December 2023, the number of unique users of Temu has reached 46.7 billion, on par with AliExpress, ranking second in the global e-commerce list.
In addition, Temu's sales in the third quarter of last year have exceeded 5 billion US dollars, especially in September, its single-day GMV even reached 80 million US dollars, and the monthly sales are almost the same as the GMV of 3 billion US dollars in the first half of the year. The astonishing performance of overseas business even greatly boosted Pinduoduo's stock price, once surpassing Alibaba to become the top 1 e-commerce platform in China.
temu official website.
Pinduoduo's remarkable achievements have caused some cross-border e-commerce platforms to imitate. For example, its"Fully managed" modeIt is the object of imitation.
The fully managed model is a model that can make it easier for cross-border sellers to operate. Under this mode of operation, the supplier only needs to provide the goods to the platform, and the platform is responsible for completing the follow-up links such as marketing operations, logistics and warehousing, and after-sales service.
From the platform's point of view, the fully managed model gives the platform greater "power at the helm". The platform can make full use of these sources of goods and implement a sales model similar to self-management, so that the product's quality, type and quality are more controllable and in line with the platform strategy, so that the seller is more like a "supplier".
Only three months after Temu was launched, AliExpress, a subsidiary of Alibaba, took the lead in following up on the fully managed service; By last year, cross-border e-commerce platforms, including Lazada, TikTok Shop, Shopee, etc., have also joined the fully managed camp one after another.
Looking at China, there are more examples of learning Pinduoduo. The most typical equivalent"Ten billion subsidies".。In 2019, Pinduoduo officially launched a 10 billion subsidy channel, and its core strategy is to build platform trust and meet the consumption upgrade of the sinking market by recommending more brand products, as well as to acquire more consumers in first- and second-tier cities and effectively increase the unit price of customers through this strategy.
Immediately afterwards, Ali Juhuasuan, Douyin e-commerce and JD.com have successively launched their own tens of billions of subsidies. Today, tens of billions of subsidies have become the "standard" of the e-commerce industry.
There are also built-in appsMini-games。In Pinduoduo, there are many small games such as Duoduo Orchard, Duoduo Love Elimination, Duoduo Earn a lot of money, and receive cash every day for consumers to receive red envelopes while entertaining, which plays a good role in user retention. Subsequently, these gameplay methods were also imitated by platforms such as Tmall, Douyin, and Meituan, such as the "building a building" and other gameplay methods of Double 11.
Coming closer, Pinduoduo"Refund Only".It has also caused mainstream e-commerce platforms to follow suit. At the end of December last year, ** and JD.com successively announced that they fully supported refund-only, although their refund-only rules are still somewhat different from Pinduoduo, but the basic logic of "heavy users, light merchants" is undoubtedly consistent with Pinduoduo.
Questioning Pinduoduo, understanding Pinduoduo, and becoming Pinduoduo, the "Law of True Fragrance" is always suitable for anyone.
Those who learn from me live, and those who resemble me die
So, why do domestic and foreign e-commerce giants coincidentally imitate Pinduoduo? The reason is simple:It's getting harder and harder to make money.
In last year's Black Friday promotion, Amazon unexpectedly "dumb fire", and the popularity was far less than in previous years. The person in charge of a cross-border e-commerce company said: "There have been several sellers related to home furnishings, small household appliances, and daily necessities who say that this is the worst Black Friday in Amazon's history. ”
Domestically, the growth rate of the two major platforms of Alibaba and JD.com also showed a slowdown trend. Alibaba's financial report for the fourth quarter of 2023 shows that it is supported by the Double 11 promotion, but Taotian Group's revenue in the quarter was 12907 billion yuan, a year-on-year increase of only 2%, and the quarterly customer management revenue growth was even 0%. Jingdong Group's financial report shows that in the third quarter of 2023, it will achieve revenue of 247.7 billion yuan, a year-on-year increase of 17%, down from 7 in the second quarterThe growth rate of 6% is also much lower than the 11 in the third quarter of last year4% growth.
Of course, this is not to blame on the platform itself, the entire e-commerce industry has entered the stock market, and user growth has reached the ceiling. In this environment, Pinduoduo's style of play is undoubtedly the most suitable for the "version".
Besides, doing business is not writing articles, and there is no such thing as "plagiarism". The development of business has always been iterative through mutual reference. And strong platforms often have the ability to innovate and are not afraid to be borrowed by peers. Just like Pinduoduo's fully managed model was imitated, and then the "semi-managed model" was launched.
So, just like Qi Baishi saidThose who learn from me live, and those who resemble me dieAny business model needs to be innovated, and copying it completely will only be self-contained. Making up for shortcomings while giving full play to its own advantages is the best solution for the platform to adapt to the changes of the times.
Author |The wind is clear.